6 Reasons Why B2B Manufacturing Companies need Marketing Automation

Marketing automation has revolutionized the way many industries and business sectors manage their marketing efforts. The B2B manufacturing industry, though heavily automated on the shop floor, may not have made the most of embracing automation for their sales and marketing activities. Yet. To compete in the digital environment where customers live (and buy)- B2B manufacturers need to kick off their marketing technology stack with a marketing automation tool.

“B2B buyers are increasingly expecting a ‘B2C buying experience’ from vendors

According to a study by Google, 71% of B2B decisions makers research on a product online. This makes it more important to shift focus from traditional marketing methods and adopt strong digital marketing strategies to woo online customers.”

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Here are 6 compelling reasons why marketing automation is a basic need for every B2B manufacturer:

1. Improved conversion: Lead scoring – Marketing Automation can improve lead scoring which in turn can ensure the sales team gets a set list of qualified leads to work on. This can serve as a major win for manufacturing firms who have several distribution channels.

2. Stronger Understanding of the Buyer Persona to Understand Shift in Buying Behavior: Buyers today want a more personalized experience and marketers across industries are striving to give them just that. Marketing Automation can allow manufacturing industry marketers to use forms, customer content and improved workflows to understand their online buyer’s persona, their current challenges and which stage of their buying journey they are currently at.

“Stats suggest that:

Research conducted by the Content Marketing Institute once found that while 55% of B2B companies were now using marketing automation, only 30% of manufacturers had added it to their marketing toolkit.”

3. Improving sales and marketing alignment, efficiencies:  Integrating marketing automation with CRM for instance eliminates manual processes and helps streamline activities

4. Optimizing the overall customer journey and CX: Marketing Automation offers marketers in manufacturing a stronger chance at planning a seamless customer journey across multiple platforms and touchpoints. It enables better lead targeting at the top of the sales funnel to a smoother email marketing campaign process. Furthermore, when you customize your marketing automation tool it can lead to timely execution of campaigns while also helping to reduce the time taken to plan and execute campaigns across buying stages: from lead nurturing campaigns for mid-funnel prospects to campaigns that are specifically needed to drive conversions of those leads at the bottom of the funnel.

A Marketing Automation software can help marketers in manufacturing run a successful ongoing contact program at scale.

5. Real-time analytics and reporting: Marketing Automation provides detailed reports on the performance of every campaign. Marketers in manufacturing can use this to identify what is working and what isn’t as also the ROI on marketing investments.

6. Better Partner Management: Manufacturing companies need to manage relationships with their channel partners. A good relationship helps have a smooth supply chain. Marketing Automation helps manage these complex relationships at scale by automating all the communications, reminders and other notifications based on pre-defined triggers.